The Benefits of “Wow”: Donor Retention, Upgrades

Consistent sameness does not delight.  Of course, it is important to stay in touch with our donors. To thank them for every monthly gift, every pledge payment. To make a special fuss about a new donor, welcoming her to the family. To invite our donors to fireworksspecial events. Most importantly, report to them, in concrete and specific ways, the impact their investments helped us realize.  These strategies are the cornerstone of donor retention.  But…  ho hum.

Timeliness and consistency have real value.But sameness leads to boredom or worse. We can miss out on viral marketing for sure. Often, sameness leads to the stagnant gift levels, no upgrades. And if the donor isn’t watching the video, reading the impact report, attending the scholarship luncheon, your efforts may not inspire the donor retention you seek.

Wow moments, on the other hand, work magic.

In Seth Godin’s blog he makes the case for, “Amazing is what spreads.”  Think about a time when a company “wowed” you as a consumer. Perhaps a hotel, online dealer, car repair service or supermarket delighted you with exceptional customer service or an unexpected kindness…

Our missions, visions and the work we do should “wow” our donors. But our donors have many charities on their lists and all of those charities do worthy and impressive work. So how do we stand out? How do we amaze and delight, not consistently, but sometimes, just enough to wow our donors?  So, what makes a WOW moment?

  1. Surprise. If you think about those moments when you were delighted with customer service, when you said, “Wow,” chances are the kindness rendered was a surprise.
  2. Exceed expectations. The surprise factor goes a long way, but when the reaction to the situation is not only unexpected but is above and beyond what you’ve experienced in other similar situations, the delight meter soars.
  3. Get personal. A wow moment feels personal, tailored to me, designed around my personality, situation, needs.
  4. Be authentic. It doesn’t feel canned, rehearsed, planned (even if it is)
  5. …and responsive, timely. Something went wrong and you fixed it. Something went right and you acknowledged it on the spot, within hours.

And don’t forget to wow your internal audiences. Underappreciated and undervalued staff members will find it difficult to surprise and delight your donors. Joe Connelly of CBS radio and the Wall Street Journal reported, “Retention is the new acquisition and customer service is the new marketing.” Finds ways to amaze and delight your donors. Wow your way to donor retention, upgrades and viral marketing!

How are you wowing your donors?